Over the last several decades, Public Relations (PR) has shifted gears from a primary focus on information dissemination to being employed as a mechanism for communicating corporate responsibility and purpose, increasing brand relevance and strengthening stakeholder relationships. As an illustration, there has been a growing emphasis on purpose-driven/cause-related campaigns that position organisations as socially responsible while helping them leverage the benefits of global, socially driven communication. This chapter examines PR narratives in purpose-driven campaigns. A narrative analysis of three trending socially driven PR campaigns launched post-COVID suggests that to be resonant, PR efforts have to engage stakeholders (especially consumers) on themes that are deemed relevant. Doing so requires a delicate balance between acknowledging and challenging entrenched beliefs and perspectives while juxtaposing the old and the new, the traditional and the modern. Our analysis suggests that business engagement with purpose-driven campaigns as a specific expression of public relations is guided by the growing stakeholder expectations to contribute to societal betterment and development.